纷创营销科技有限公司发展战略地研究.pdf

纷创营销科技有限公司的发展战略摘要网络广告的巨大发展前景预示着巨大的市场机会,但日渐激烈的市场竞争又表明了进入者面临着巨大威胁。本文通过运用创新型的战略思维,对企业内外环境进行研究,制定纷创营销科技有限公司的发展战略,进而制定一系列的战略实施策略,以指导公司的运营。其战略思维和战略制定方法对中小企业战略制定有所帮助,其创新性的网络营销模式对中国网络广告业的快速健康发展有一定的借鉴意义。首先,回顾了企业战略管理理论的发展,对战略思维进行了论述并对其进行比较,接着论述了现在具有代表性的企业战略管理理论流派及其特征。战略思维和战略管理思想将指导企业制定自己的战略。其次,运用有效的战略管理分析方法,如PEST、五力模型、SWOT分析,对企业面临的宏观环境、行业和竞争环境以及企业的优劣势进行分析,这些因素有助于企业制定自己的发展战略。第三,通过几种方案比选,纷创营销科技有限公司发展战略选择了标新立异的竞争战略。在对现有网络广告的优劣势进行分析,剖析了其前提假设后,将蓝海战略引入网络广告,从边界突破、产业突破、价值创新的角度寻求一种新的网络营销模式,提出了互动设计网络营销模式,从而获得企业的竞争优势。最后,对纷创营销科技有限公司进行目标市场定位,并制定了互动设计技术实现方案、营销策略和财务等实施方案,指导公司的运营。关键词:战略思维,环境分析,发展战略,蓝海战略,实施方案 THE RESEARCH OF DEVELOPMENT STRATEGY OF PANY ABSTRACT The huge development prospect of advertising market indicates a huge market opportunity. But panies in this section are facing a huge threat because of the increasingly fierce petition. Through the use of innovative strategic thinking and the research of internal and external environment of enterprises, the strategy for the development of pany is formulated. And then, a series of implement strategies are formulated to guide the operation of pany. Strategic thinking and strategic approach way of this thesis will help the strategic approaches of panies. Its innovative model work marketing will help the rapid and healthy development of China's advertising industry. First of all, the theoretical development of the strategic management is reviewed. The strategic thinking is exposed pared. And the current representative schools of strategic management and their features are exposed. Strategic thinking and strategic management idea will guide enterprises to approach their selves’ strategies. Secondly, through the use of effective strategic management analysis methods, such as PEST, five strength Model and SWOT analysis, the macro environment for enterprise, industry and petitive environment and the advantages and disadvantages are analyzed. These factors contribute to formulate their own development strategies. Thirdly, through the selecti